|
Builder Gains Opportunities, Credibility With Designation
|
|
 |
|
|
Brooke Greenhouse, CGB, CAPS | Brooke Greenhouse, a home builder for nearly two decades and president of Cayuga Country Homes in Dryden, N.Y, earned the Certified Aging-in-Place Specialist (CAPS) designation last year because he wanted to tap into the growing market of home owners seeking aging-in-place features.
Earning designations is nothing new to Greenhouse, a past president of both the New York State Builders Association and the Tompkins/Cortland Builders and Remodelers Association. In addition to the CAPS designation, he is a Certified Graduate Builder (CGB).
Many NAHB members who have earned professional designations from The NAHB University of Housing are taking the expert knowledge they’ve gained and promoting their expertise to clients as a way of differentiating themselves in the marketplace.
Since earning his CAPS designation, Greenhouse has expanded his opportunities and is more confident when meeting with clients.
Nation’s Building News spoke with Greenhouse recently about what the CAPS designation has done for his career and business. Here is what he said:
What prompted you to get the CAPS designation?
I realized that my clients aren’t getting any younger. My wife, Esther Greenhouse, M.S., CAPS, is an environmental gerontologist and a CAPS instructor, so we had been talking for years about how to make homes better for people. I saw earning the CAPS designation as an opportunity to follow through on that. We knew that aging-in-place building was the right thing to do, but wanted to learn how to market it to clients.
How has having a CAPS designation benefited your career?
First, it has improved our knowledge and confidence. Second, it gives our company more credibility with consumers. Finally, the designation has given us opportunities to open discussions with potential clients.
The responses are still mixed — many prospective clients really don’t want to acknowledge that they're getting older. However, the most significant difference is that people no longer get offended when you mention aging in place. The results aren’t always dramatic, but it is a better response.
Was it difficult to find time to complete the course work?
As a CGB, I was exempt from the business management class, so I only had to take two of the three required courses. The Builders Association of the Hudson Valley that taught my classes made it convenient for me and my classmates. They offered the two CAPS courses back-to-back.
Taking the CAPS courses also gave me a great opportunity to network with other builders who told me how they and their clients dealt with aging-in-place issues.
How do you publicize or market your designation?
We put out a press release to announce it and we promote it at home shows by displaying the certificate.
We’re currently working on an article for our company newsletter to introduce past and potential clients to the concept. The designation is also on my business card.
In what ways do you think having your CAPS designation has helped you in the current housing market?
The CAPS designation gives us two things. One, it’s an important way to demonstrate our professionalism. And two, it opens up new market opportunities.
Do you plan to get any more NAHB designations?
I will be working on the Certified Green Professional (CGP) and I’m working toward the Graduate Master Builder (GMB) designation.
To learn more about The NAHB University of Housing designations, call The Professional Designation Help Line at 800-368-5242 x8154, or visit www.nahb.org/Designations.
|
